It's not the first time the brand has made reference to lesbians. An American gay market print ad for DiSaronno Originale shows two women in party dresses warmly embracing on a matchbox with the tagline "Light A Fire."
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Company: Bacardi Ltd.
    View Company Scorecard / Contact Company
Brand: Disaronno Originale
Ad Title: Legs
Business Category: Alcoholic Beverages
Media Outlets: Television
Country: Canada
Region: North America
Agency: McCann
Year: 1998
Target: Mainstream
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Theme(s)

Same-Sex Affection

Male-Fantasy Lesbian

GLBT Punch Line

Theme Breakdown

AdRespect Score: 
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Two busty women saunter into a bar, observed by two men, during the day.

The bartender asks what he can get them and they order. One woman then seductively rubs her companion's leg with her foot -- as they teasingly look over at the men.

When one of the men playfully does the same to his friend, the guy rushes out of the bar as the other laughs. While the ad makes fun of it, the humor is in the man's homophobic reaction.

The ad agency's own description of the ad never uses the terms "lesbian" or "gay" but, rather, they describe it as "universally seductive" and that "a number of flirtatious glances are exchanged by all."

It's not the first time the brand has made reference to lesbians. An American gay market print ad for DiSaronno Originale shows two women in party dresses warmly embracing on a matchbox with the tagline "Light A Fire."

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Marc , Toronto
I think there is also another version of this same ad when the man doesn't walk out. Even with the man walking out, I didnt necessarily take it as homophobic. It was played quite a bit during gay programming here in Canada.

Marty , Chicago
I didn't view it as homophobic at all... if anyone is being laughed at, it's the straight guy who is ogling the lesbians. The gay guy who laughs just gives him a little bit of comeuppance. I'd find it hard to call this ad negative -- ambiguous as worst.

Auggie , Kitchener, Canada
I scarcely see how anyone could find this ad homophobic. As a bi guy, I have big problems with the attitude that just because someone is made uncomfortable by a same sex advance, they are "homophobic". If anything, this ad is much less political than that, and is simply poking fun at the straight man's discomfort.

Chris , Oxford, England
This ad has you all debating the meaning of it in considerable detail. Voila! They have suceeded. Homophobic? Don't be so American you silly boys. At least they are taliking about gay situations -- better than whinging from the closet all the time!

Terrence , Edmonton, Canada
I got a big kick out of this ad. Far from negative, I found it positive and light hearted and found myself laughing with the guy who played footies with the guy next to him after he took off surpised and offended. I found his confidence and openess very appealing. I definitely woundn't have ran! It wasn't clear that he was gay, he may just have been playfully mimicking the ladies, but it was clear that he was cool with it. Even the women may not have been lesbians, they may have just been teasing the guys, but they were also abviously comfortable with it. The bartender was also absolutely accepting. This was a sexy ad that left the impression that sensuality was universal -- gay or straight, and that this was a sexy romantic liqueur. This is an open, free, sexy, feel-good commercial that I wish were more common. Gay positive statements need not be in your face, I feel it's just these kind of subtle casual portrails of gays and lesbians that make inroads in changing opinions. The joke was on a the guy who was uncomfortable with it. As mentioned by another commentor, I also recall that there was a follow up ad. I encourage Commercial Closet to find it as well. Thank you for your valuable contribution to the community.

Aster , Hartford, CT
I thought this was positive and sweet. Also, I thought that the guy who rubbed the other man's leg wasn't gay -- he was just very comfortable with himself and amused by his friend's homophobia. To me, that was the best part of the ad.

Anthony St. , Vancouver
I really have to take issue with your rating of this ad. What, tell me, is negative about laughing at the discomfort of a homophobe, making him (not the ambiguous, but sexually comfortable and confident one) the butt of the joke? At least this time I'm not the only one who sees the error in the rating.

Tess , Prince George, Canada
I love this ad. It is rare and delightful to see any form of gay relationship, whether it be serious, playful, or ambiguous on TV. I think the focus on the two guys at the end has all kinds of levels of meaning and isn't necessarily homophobic. The laughter and comfort that is the major theme of the ad undermines the runaway guys take on the situation as fearful.

Roberta , Bremerton, WA
Argh...yet another ad where girls "make out" while men watch and ogle them, and this is supposed to be "sweet" and "lesbian positive"??!! ACK! Meanwhile, a man who is foolish enough to even attempt make out with another man is repellant... and THIS is "gay positive"?? The working of the commercial mind never ceases to amaze me, and I absolutely back up your negative rating. (Can we make a "Double Minus" category just to house this little gem?)

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Brand: 42 Below
Country: Australia , New Zealand
Region: Australia/New Zealand
Year: 2007

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Brand: 42 Below
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Region: Australia/New Zealand
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Hero
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Brand: 42 Below
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Region: Australia/New Zealand
Year: 2007

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Company: Bacardi Ltd.
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Country: United States
Region: North America
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Region: North America
Year: 2000



Italian. Sensual. Warm.
Company: Bacardi Ltd.
Brand: Disaronno Originale
Country: United States
Region: North America
Year: 1999


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